Football superstar David Beckham is to be the new face of Sainsbury’s, stepping into the role that Jamie Oliver is quitting at the end of this year.
The 36-year-old Los Angeles Galaxy player has signed up for a long-term partnership with the supermarket chain to be its ambassador to inspire children to lead healthier and more active lifestyles.
Beckham will front a marketing campaign for Sainsbury’s, beginning with an in-cinema ad that will launch on November 25.
The main focus for his activity will be supporting the Active Kids initiative, which has now donated over £115m-worth of equipment and experiences to nurseries, schools, Scout and Guide groups and sports clubs.
Ahead of London 2012, he will also become Sainsbury’s ambassador for its London 2012 Paralympic Games sponsorship, getting involved in campaigns designed to encourage school children of all ages and abilities to have a go at a Paralympic sport through the distribution of free equipment to schools.
The new deal is said to be worth between £3.5m and £5m to Beckham. Jamie Oliver, whose partnership with Sainsbury’s lasted for 11 years, was reportedly paid between £1m and £2m a year by the chain.
Commenting on the collaboration with Beckham, Sainsbury’s CEO Justin King, described him as “the ideal ambassador to support our commitment to encourage children to get active and live healthier lifestyles for less money”.
Soon after Oliver announced that he would be ending his partnership with Sainsbury’s, baking celebrity Lorraine Pascale had been tipped to step into his shoes.